Convey emotion through storytelling

This article sets out five tips for better storytelling in advertising, eliciting emotions from people and generating better business results.

Convey emotion through storytelling

Sarah WalkerMillward Brown

Brands increasingly want us to do more than just watch their ads, they want us to care about them. Storytelling techniques are key to transferring emotion from ad to consumer, but not all ads use them in the right way. Millward Brown's Sarah Walker outlines five rules for imparting emotion into storytelling.

BMW said it best when it launched its 'Joy' campaign back in 2009. The script told us that the company "realised a long time ago, that what you make people feel is just as important as what you make".


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